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Impact of CRM practices on service quality in the banking industry
[journal article]
Abstract The present study investigates the impact of customer relationship management practices on the service quality in the banking sector. CRM practices have been found to greatly influence not only the customer satisfaction and loyalty but also the quality of services provided by organization. The study... view more
The present study investigates the impact of customer relationship management practices on the service quality in the banking sector. CRM practices have been found to greatly influence not only the customer satisfaction and loyalty but also the quality of services provided by organization. The study focuses on three CRM practices of Attitude towards clients, Efficiency of banking services and Knowledge ability and their impact on the service quality. As customers are more aware about the services so they ensure service quality. Employee’s knowledge ability helps customers to gain experience that actually leads towards service quality and efficiency in services provided by the banks also help in service quality. The study used survey design and the sample consisted of 230 respondents. These respondents were customers of different banks in the city of Rawalpindi, Pakistan. The results indicate that knowledge ability of employees and attitude towards clients is having significant influence on service quality. However, CRM practice of Efficiency of banking services was found to be insignificant. The study has managerial implications for the banking industry. The study also provides future directions.... view less
Keywords
banking; service; efficiency; quality assurance; customer orientation; Pakistan; South Asia
Classification
Management Science
Free Keywords
Customer Relationship Management; knowledge ability; service quality
Document language
English
Publication Year
2017
Page/Pages
p. 130-144
Journal
Pakistan Administrative Review, 1 (2017) 2
ISSN
2521-0203
Status
Published Version; peer reviewed